How Much Do Solar Leads Cost in 2023?

How much do solar leads cost in 2023? We’ve created this quick guide to answer the question and help you purchase with confidence.

Why Should I Pay for Solar Leads?

The speculative nature of solar leads makes it feel risky to invest much of your budget in them. But it’s important to understand that not all leads are equal, and there are some that are worth far more than others.

High-quality leads can have strong conversion rates that give your company much better chances of closing sales. With enough of these leads purchased, you can easily source plenty of converting customers without needing to invest so much in your own marketing.

This is an especially noteworthy point for small to mid-sized contractors since these businesses do not typically have the budgets or in-house staff capable of deploying a fully effective marketing campaign.

Prices for Low-Quality Solar Leads

The lowest quality leads can cost mere dollars. But beware: these leads are often just names, numbers, and addresses scraped from databases or bought from other agencies. They are so cheap because the seller has not invested much in marketing, or screening the leads for quality. Many of these leads go through no screening process at all.

Prices for Standard Solar Leads

There are plenty of agencies that offer good leads for affordable prices. They invest a fair amount in marketing that attracts decent prospects and will go through basic screening to determine which homeowners are worth passing on to contractors.

Standard solar leads can be found for anywhere between $20-$50. Superior agencies can charge more. These leads won’t have the highest conversion rate, but those at the better end of the spectrum can still have a fruitful yield.

One of the major issues affecting their payoff is the fact that they are often not offered on exclusive terms - meaning that the agency may sell them to more than one contractor. If you purchase a “shared” lead, you will be competing with other contractors to win a sale from the same lead.

Prices for Exclusive Solar Leads

High-quality exclusive leads are those that have been thoroughly screened and are only sold once. These leads give contractors the best springboard to make a sale, delivering connections to homeowners that have demonstrated a real intent to go solar.

These leads can cost anywhere from $100 to $500+ or more. Leads in states with competitive solar markets can see prices above $1000, the top approaching $1500 or even $2000.

Quality matters a lot in this pricing tier, with pre-screening processes and lead prep being significant contributing factors. The most expensive of these will often have appointments already scheduled for the purchasing contractor to meet the homeowner.

How to Buy Solar Leads

Now that you understand what prices to expect, next comes understanding how to buy solar leads. There are a few things to keep in mind as you evaluate solar marketing agencies and whether they are worth buying from.